The sneaker retailer Snipes is entering into a cooperation with the French football club Paris Saint-Germain (PSG) and is now the “Official Culture & Community Partner”. As part of the agreement, which is initially set to run for three years, the Snipes logo will be visible on the back of the jersey at all games in the French league Ligue 1.
With the partnership, Snipes wants to strengthen its commitment in France and at the same time use the global reach of the capital city club. As a Culture & Community Partner, Snipes is hoping that the partnership will result in a deeper cooperation than a classic sponsorship, says Snipes CEO Dennis Schröder: “This is the biggest deal in Snipes history – and I am very proud of it. It is important to us that we do not just place our logo on the back of the PSG jersey and play classic perimeter advertising. PSG is the biggest lifestyle brand in world football. Together we want to make a difference – locally in Paris and together in the world! For me, who comes from the football business, this is a project close to my heart and at the same time the perfect match for Snipes.” Snipes also announced that it will integrate the partnership into its own charity program “Snipes serves”. The aim is to support children and young people from the greater Paris area and other markets relevant to retailers and the club in the areas of sport and cultural education.
